EAN: 9789052017938

EUROPEAN BUSINESS AND BRAND BUILDING KARTONIERT...

A strong brand is a key factor in business success  both in the short-term and in the
long-term. Brands help to provide a better understanding of the corporate and commercial
culture of different firms. A brand reveals the knowledge capital held by a company  but also
often reflects the perception of the firm held by consumers and stake-holders. The book
explores the historical process of building some of the most famous brands among European
businesses and examines the extent to which the brands have contributed to the image of the
firms and their differentiation against competitors in the industry.

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